Bruce Sahd, chief ex­ec­u­tive of­fi­cer of Case John­son


Ses­sion six: Tech­nol­ogy, mar­ket­ing and in­no­va­tion in the African in­sur­ance in­dus­try: learn­ing to keep up with an ac­cel­er­ated pace of play. This ses­sion will ad­dress the op­por­tu­ni­ties that ex­ist for the in­sur­ers from prod­uct de­vel­op­ment, mar­ket­ing and dis­tri­bu­tion point of view.

Bruce Sahd is the co-founder and man­ag­ing di­rec­tor of the Case John­son Group, an in­sur­ance mar­ket­ing firm of­fer­ing man­age­ment and tech­nol­ogy so­lu­tions for al­ter­na­tive dis­tri­bu­tion and mi­cro-in­sur­ance in de­vel­op­ing mar­kets in­clud­ing South Africa, Ghana, Le­banon and Sri Lanka.

Sahd has more than 20 years’ in­ter­na­tional ex­pe­ri­ence in this spe­cialised field and is a recog­nised au­thor­ity on al­ter­na­tive dis­tri­bu­tion in de­vel­op­ing mar­kets. He says some of the key tech­nol­ogy driv­ers in the in­sur­ance in­dus­try cur­rently in­clude dis­tri­bu­tion and ad­min­is­tra­tion au­to­ma­tion, dig­i­tal dis­tri­bu­tion chan­nels and cloud com­put­ing.

“Dis­tri­bu­tion au­to­ma­tion refers to tech­nol­ogy that au­to­mates data-min­ing and elec­tronic com­mu­ni­ca­tion rules,” he ex­plains. Dig­i­tal dis­tri­bu­tion refers to the use of so­cial me­dia to win and re­tain pol­i­cy­hold­ers, es­pe­cially as smart­phones be­come more pop­u­lar. “Cloud com­put­ing is used to de­liver speed to mar­ket wi­with­out the cost of own­er­ship as more tech­nol­ogy be­comes beco cloud-based and web-en­abled,” Sahd says.

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